Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRM
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Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRM

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Too often people talk about marketing channels within specific silos. The preferred alternative is cross-channel (as opposed to multichannel) marketing. In this webinar, featuring guest commentary ...

Too often people talk about marketing channels within specific silos. The preferred alternative is cross-channel (as opposed to multichannel) marketing. In this webinar, featuring guest commentary from Constant Contact's Michael Karampalas, we unpack exactly how companies can launch an effective cross channel strategy focused on CRM. From the Getting It Right In Mobile series.

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Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRM Mobile CRM Webinar: 6 Must Haves For Effective Cross Channel CRM Presentation Transcript

  • Ge#ng  It  Right*  in  Mobile *6  Must  Haves  for  Effec2ve  Cross-­‐channel  CRM featuring  insight  from  Constant  Contacts  Michael  Karampalas Kane  Russell,  Director  of  Marke.ng Waterfall  MobileTuesday, August 23, 2011 1
  • Waterfall  Mobile  and  the  Msgme  Pla7orm Waterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial:  www.msgme.com ๏ Offices  in  SFO  (HQ),  NYC  &  Aus2n ๏ API  suite:  developer.msgme.com ๏ Backed  by  Vista  Equity  Partners   ๏ Custom  applica2on  development ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   ๏ Short  code  provisioning,  cer2fica2on   MMS,  QR  Codes,  IVR,  Facebook  &  TwiVer &  audit  managementTuesday, August 23, 2011 2
  • Michael  Karampalas,  Constant  Contact Constant  Contact ๏ Launched  in  1998   ๏ Leading  email  marke2ng,  online  survey  and   event  marke2ng  tools ๏ Expert  personal  coaching  and  support ๏ 450,000+  customers  worldwide Michael  Karampalas ๏ LinkedIn:  mkarampalas ๏ Product  manager  with  exper2se  in  email,  mobile  and  social  media ๏ 5  years  experience  at  Constant  Contact ๏ University  of  MassachuseVs,  AmherstTuesday, August 23, 2011 3 View slide
  • Objec>ves ๏ State  of  digital  marke2ng ๏ Mul2channel  vs.  cross-­‐channel  marke2ng ๏ 6  Must  haves  for  effec2ve  cross  channel  CRM ๏ Q&A  with  Constant  Contact ๏ Key  TakeawaysTuesday, August 23, 2011 4 View slide
  • Digital  Marke>ng  -­‐  The  Consensus Digital  marke2ng  innova2on  is  essen6al. Con2nuing  to  innovate  is  as  important  as  doing  what  has  worked  in  the  past. (with  regards  to  digital  marke2ng) US 2010 76% 20% 4% Canada 2010 74% 23% 3% You  can  build  strong  customer  rela2onships  on  the  internet. US 2010 63% 28% 9% Canada 2010 65% 30% 6% Agree Neutral Disagree Source:  Direct  Marke6ng  Associa6on  (DMA)  Tuesday, August 23, 2011 5
  • The  Reign  of  Digital  Marke>ng How will you shuffle your marketing spend next year (U.S.A.)? 100% 75% 50% 25% 0% Print Radio TV Out-home D. Mail Email Mobile Online Decrease Stay the Same Increase Source:  DMATuesday, August 23, 2011 6
  • The  Reign  of  Digital  Marke>ng How will you shuffle your marketing spend next year (Canada)? 100% 75% 50% 25% 0% Print Radio TV Out-home D. Mail Email Mobile Online Decrease Stay the Same Increase Source:  DMATuesday, August 23, 2011 7
  • Digital  Marke>ng  -­‐  Mobile With  mobile  as  a  key  player  in  the  future  landscape. Mobile  marke2ng  is  the  next  fron2er  in  digital  marke2ng. US 2010 45% 44% 11% Canada 2010 46% 49% 5% Digital  marke2ng  campaigns  will  soon  incorporate  mobile  coupons. US 2010 33% 44% 23% Canada 2010 49% 39% 13% Agree Neutral Disagree Source:  DMATuesday, August 23, 2011 8
  • Digital  Marke>ng  Budget  Alloca>on But,  digital  marke2ng  is  unfamiliar  and  challenging.   Why  isn’t  more  marke2ng  budget  allocated  to  digital?   13% Just started to explore 9% 13% New medium 9% Budget 17% USA 2010 8% Canada 2010 9% Lack of knowledge 14% 2% Conservative culture 1% 8% Lack of capabilites 3% 20% We prefer other mediums 14% Source:  DMATuesday, August 23, 2011 9
  • Emerging  Digital  Marke>ng  Familiarity Social Media Marketing Out of Home Media 66% 56% 69% 62% 54% 51% 40% 47% 44% 29% 16% 25% 7% 9% 21% 16% Very Familiar Use Often Very Familiar Use Often Mobile Marketing Video 44% 42% 40% 26% 33% 27% 36% 21% 17% 19% 31% 18% 25% 25% 23% 9% Very Familiar Use Often Very Familiar Use Often US Marketers US Agencies Canada Marketers Canada Agencies Source:  DMATuesday, August 23, 2011 10
  • Established  Digital  Marke>ng  Familiarity Email SEO 88% 86% 84% 87% 70% 69% 78% 67% 60% 59% 55% 73% 75% 46% 49% 49% Very Familiar Use Often Very Familiar Use Often SEM Online/Display 63% 59% 61% 59% 63% 64% 64% 70% 57% 54% 47% 54% 47% 49% 47% 43% Very Familiar Use Often Very Familiar Use Often US Marketers US Agencies Canada Marketers Canada Agencies Source:  DMATuesday, August 23, 2011 11
  • Digital  Marke>ng  Budge>ng  Concerns What  would  need  to  change  in  order  for  you  to  spend  more  on  digital  marke2ng? USA Canada 20% 20% 17% 16% 13% 14% 14% 12% 10% 7% 8% 4% 0% 2% ks ls ng es ts oo ul or c i nd es ur tT tw so ta rr en fi rs tte re oo m e Be nd e re Pr or ru su M ea tte M Be Source:  DMATuesday, August 23, 2011 12
  • Digital  Marke>ng  Frustra>ons Customers  are  eager  to  engage  with  companies  to  develop  interac2ve  rela2onships. US 2010 31% 40% 29% Canada 2010 33% 37% 30% Digital  marke2ng  needs  to  supplement  other  channels. US 2010 31% 40% 29% Canada 2010 33% 37% 30% Measuring  digital  marke2ng  ROI  is  easy  to  accomplish. US 2010 19% 53% 28% Canada 2010 22% 46% 33% We  are  replacing  tradi2onal  in-­‐store  marke2ng  with  digital  media. US 2010 12% 50% 38% Canada 2010 23% 50% 27% Agree Neutral Disagree Source:  DMATuesday, August 23, 2011 13
  • Digital  Marke>ng  Strategy So  what’s  the  appropriate  strategy?   Address  digital  marke>ng’s  core  frustra>ons. They  are: • Customers  don’t  want  to  engage   • Digital  marke.ng  shouldn’t  supplant  other  channels • Measuring  ROI  is  challenging • Need  to  see  resultsTuesday, August 23, 2011 14
  • Mul>channel    v.  Cross-­‐channel  CRM } Channel Channel Channels CONSUMER CONSUMER } Brand Channel Brand Mul>channel  marke3ng  CRM   Cross-­‐channel  marke3ng  CRM   is  the  use  of  different  and   places  consumers  at  the  center   disparate  channels  to   of  the  conversa3on,  targe3ng   simultaneously  push  the  same   messaging  based  on  channel   message  to  the  consumer.   preference  and  permission.   It  is  a  powerful  yet  impersonal   It  requires  a  broader,  more   form  of  marke3ng  used   diverse  marke3ng  vision  that   primarily  to  gain  consumers’   establishes  a  longer  term  and   aDen3on  for  a  par3cular   deeper  rela3onship. ini3a3ve.Tuesday, August 23, 2011 15
  • Mul>channel  v.  Cross-­‐channel  Approach Challenge Mul2channel  approach Cross-­‐channel  approach Customer  engagement Op2mize  channel’s  features   Op2mize  database’s   and  benefits  to  increase   targe2ng  capabili2es  to   customer  engagement increase  customer   engagement Adding/integra2ng  new   Bolt  on  addi2onal  channels   Integrate  channels  as   channels to  engage  customers addi2onal  means  to  engage   customers ROI  measurement Channel-­‐centric  metrics,   Customer-­‐centric  metrics,   e.g.  clickthrough  rates e.g.  customer  life2me  value Results  understanding Understand  how  to  beVer   Understand  how  to  beVer   use  a  par2cular  channel interact  with  customer  base Move  toward  a  cross-­‐channel  approachTuesday, August 23, 2011 16
  • 6  Must-­‐Haves  for  Cross-­‐Channel  CRM So  why  doesn’t  everyone  adopt  a  cross-­‐channel  approach?   It  takes  more  >me  and  thought  to  develop. The  6  Must-­‐Haves  Road  Map: 1. Channel  Integra.on 2. Data  Integra.on 3. Channel  Preference 4. Repor.ng  &  Analy.cs 5. Compliance  &  Regulatory 6. Customer  Life.me  Value  FocusTuesday, August 23, 2011 17
  • Channel  Preference Defini>on:  ability  to  op3mize  message  delivery  according  to  brand  and   customer  preference Moving  from  mul>channel  to  cross-­‐channel: • Brands  and  customers  can  choose  which  channels  to  use • Brands  and  customers  can  choose  how  and  when  to   exchange  messaging  from  the  respec.ve  channels • Brands  and  customers  can  design  and  update  tailored   communica.on  strategyTuesday, August 23, 2011 18
  • Channel  Integra>on Defini>on:  seamless  crossover  between  the  various  communica3on  channels Moving  from  mul>channel  to  cross-­‐channel: • Customers  receive  updates  via  email,  social  and  mobile • Customers  sign  up  for  updates  via  email,  social  or  mobile  from  other   channels • Customers  receive  ongoing  communica.on  from  mul.ple  channels   that  builds  upon  itself  much  like  a  conversa.onTuesday, August 23, 2011 19
  • Data  Integra>on Defini>on:  real-­‐3me  updates  to  customer  database  from  different  channels Moving  from  mul>channel  to  cross-­‐channel: • Each  channel  maintains  segmented  customer   database • Channels  can  exchange  data  to  update  individual   customer  profiles • Channels  share  data  from  one  central  customer   database  for  targe.ngTuesday, August 23, 2011 20
  • Repor>ng  &  Analy>cs Defini>on:  detailed  and  easy-­‐to-­‐use  insight  into  the  metrics  that  maDer   for  a  par3cular  brand Moving  from  mul>channel  to  cross-­‐channel: • Stock  reports  used  for  various  industry-­‐used  metrics • Stock  reports  with  various  customizable  views  around   industry-­‐used  metrics • Customizable  reports  that  provide  insight  into  selected  &   designed  metricsTuesday, August 23, 2011 21
  • Compliance  &  Regulatory Defini>on:  full  compliance  across  channels Moving  from  mul>channel  to  cross-­‐channel: • Each  individual  channel  fully  compliant • Best  prac.ces/ideas  shared  across  the  various  channels   to  keep  up  with  industry  changes • Cross-­‐channel  compliance  strategy  informs  product  to   advance  prepare  for  any  updates  or  changesTuesday, August 23, 2011 22
  • Customer  Life>me  Value  Focus Defini>on:  communica3on  strategy  focused  on  developing  ongoing   rela3onship  with  customers Moving  from  mul>channel  to  cross-­‐channel: • Marke.ng  campaigns  via  various  channels • Marke.ng  campaigns  within  greater  overall  strategy   via  various  channels • Marke.ng  campaigns,  within  greater  overall   strategy,  via  integrated  channelsTuesday, August 23, 2011 23
  • Constant  Contact  Q&ATuesday, August 23, 2011 24
  • Key  Takeaways ๏ Channel  Integra2on ๏ Data  Integra2on ๏ Channel  Preference ๏ Repor2ng  &  Analy2cs ๏ Compliance  &  Regulatory ๏ Customer  Life2me  Value  FocusTuesday, August 23, 2011 25
  • Any  Ques>ons? For  more  informa3on  visit  www.msgme.com More  industry  informa3on   available  on  our  blog  @   blog.msgme.com Case  studies  are  available  @   clicky.me/msgmecs Or  contact  us  directly:  marke3ng@waterfallmobile.comTuesday, August 23, 2011 26